Yabancı Turistlerin Türk Mutfağı Seçim Motivasyonlarının Neofobi ve Neofili Eğilimlerine Göre İncelenmesi: İstanbul’da Bir Araştırma

Araştırma, yabancı turistlerin sergiledikleri neofobi ve neofili eğilimlerinin Türk mutfağı seçim motivasyonları üzerindeki etkisini tespit etmeyi amaçlamaktadır. Araştırmanın evrenini, 2018 yılında İstanbul'u ziyaret eden yabancı turistler oluşturmaktadır. Açımlayıcı düzeyde tasarlanan araştırmada, yiyecek seçim motivasyonlarına ilişkin veriler, Kim ve Eves (2012); neofobi ve neofili eğilimine ilişkin veriler ise Pliner ve Hobden (1992) tarafından geliştirilen ölçek aracılığıyla toplanmıştır. Söz konusu anket, 18 Nisan ile 10 Mayıs 2018 tarihleri arasında İstanbul'u ziyaret eden, ziyareti esnasında Türk mutfağı deneyimi yaşayan ve yaşları 18 ve üzeri olan yabancı turistlere kota örneklemesi temel alınarak yüz yüze uygulanmıştır. Araştırma kapsamında 667 anketin verileri analiz edilmiştir. Verilere; kayıp veri analizi, çoklu sapan analizi, çoklu normal dağılım testleri gibi tanımlayıcı istatistiklerin yanı sıra; faktör ve regresyon analizleri de uygulanmıştır. Araştırma sonucunda, neofobi eğiliminin Türk mutfağı seçim motivasyon boyutlarından olan kültürel deneyim ve duyusal çekicilik faktörleri üzerinde; turistlerin neofili eğilimlerinin ise, yiyecek seçim motivasyonlarının tüm boyutlarında anlamlı bir etkisi olduğu tespit edilmiştir.

Analysis of Motivations of Foreign Tourists Behind Their Choice of Turkish Cuisine Based on Their Neophobic and Neophilic Tendencies: A Research in Istanbul

This study seeks to determine the impact of the neophobic and neophilic tendencies of foreigntourists on motivations behind their choice of Turkish cuisine. The population of this studyconsists of foreign tourists visiting Istanbul in 2018. In this study designed at an exploratory level,the data on the motivation behind choice of food were obtained through the scale developed byKim and Eves (2012) and the data on neophobic and neophilic tendencies were gathered usingthe scale by Pliner and Hobden (1992). This survey is face-to-face administered to the foreigntourists aged 18 and above who visited Istanbul between April 18th and May 10th, 2018 and hadan experience of Turkish cuisine during their visits, using quota sampling. The data obtained from667 surveys are analysed through descriptive statistics such as missing data analysis, multiplesling analysis, multiple normal distribution test as well as factor and regression analysis. Thisstudy concludes that the neophobic tendencies of tourists have a significant impact on thedimensions of cultural experience and sensory attraction, which are among dimensions ofmotivation behind choice of Turkish cuisine and that their neophilic tendencies have a significantimpact on all dimensions of motivation behind choice of Turkish cuisine.

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